Index
Understanding Interactive Network Branding in SME Firms
ISBN: 978-1-78973-978-7, eISBN: 978-1-78973-977-0
Publication date: 12 November 2019
Citation
Koporcic, N. and Törnroos, J.-Å. (2019), "Index", Understanding Interactive Network Branding in SME Firms, Emerald Publishing Limited, Leeds, pp. 163-165. https://doi.org/10.1108/978-1-78973-977-020191017
Publisher
:Emerald Publishing Limited
Copyright © 2020 by Emerald Publishing Limited
INDEX
- Prelims
- Introduction
- Part I: Business Networks
- Chapter 1 Background of the Interaction and Network Approach
- Chapter 2 Strategizing in SME Networks
- Chapter 3 Market Management in Business Relationships
- Part II: Corporate Branding
- Chapter 4 Development of Corporate Branding Research in Business Markets
- Chapter 5 Corporate Identity of SMEs
- Chapter 6 Corporate Reputation of SMEs
- Part III: Interactive Network Branding
- Chapter 7 The Main Constituents of Interactive Network Branding
- Chapter 8 Human-to-Human (H2H) Interactions inBusiness Networks
- Chapter 9 An Interactive Network Branding Model
- Part IV: Examining Interactive Network Branding in Business Markets
- Chapter 10 Understanding Basic Methodological Issues of Interactive Network Branding
- Chapter 11 Qualitative Case Studies
- Chapter 12 Interactive Network Branding Process Research
- Part V:Case Examples of Interactive Network Branding
- Chapter 13 Successful Cases of Interactive Network Branding
- Chapter 14 When Branding Goes Wrong in B2B Markets: Guidelines for SMEs
- Conclusions
- References
- Index